Industry
SMB Lending / MCA
A four-year, fractional-CMO engagement: I replaced an outdated site with a funnel mapped to the real lending sales cycle, fixed the leaks between every stage, then scaled paid media 10× on proven economics.
In lending, a funded loan isn't a click — it's a gauntlet. A lead only matters if the business clears two hard gates, then survives a document-and-signature process where most prospects quietly drop off.
When I came in, Torro was running on an outdated website and a funnel that leaked at every one of those gates. Ad spend was capped around $5K/month, and the deeper problem wasn't the ads — it was that qualified leads stalled before they ever uploaded a statement, and statements stalled before they ever became a signed application. The economics couldn't scale because the funnel couldn't hold.
Fix the funnel before spending a dollar more. Three pillars, in order.
Replaced the dated website with a conversion-first funnel mapped to the actual sales cycle — qualify hard up front, then engineer every step toward the bank-statement upload and the signed application.
The biggest losses lived between stages, not in the ad. I rebuilt the path from qualified lead → statements → signature with sharper messaging, structured follow-up, and friction removed at each gate.
Only once the funnel converted profitably did I scale paid media 10× — from ~$5K to $50K+/month across Meta and Google — feeding a machine that could finally hold the volume.
Two stage conversions, both roughly tripled or doubled. Stacked together, the overall lead-to-application rate jumped 6×.
With SHA Digital, we can be aggressive in our marketing and safe knowing we're getting an ROI.
"Other firms gave us leads we couldn't even approve. Christian got us the right merchant leads at an investment that paid for itself many times over — through COVID and everything else. Communication is excellent, and problems get handled quickly."